As someone commented elsewhere, I think it all comes down to “Mac users have more money”.
This study’s findings comes as no surprise to me. I have heard too many stories about people going into Mac stores only to find snobby sales people who snub their noses even at their fellow Mac users.
Mind you, I love Macs. I used one while I was going to university for Graphic Communications. But still, Mac users definitely have an ‘air’ about them.
All in all, I think it does come down to money. I’m a PC user, but I’d get my teeth whitened if I had the money.